Haskayne School of Business – 50th Anniversary Campaign

To celebrate 50 years of business leadership and innovation, the Haskayne School of Business launched a large-scale anniversary campaign engaging alumni, donors, students, faculty, and the broader business community. I led the design of this milestone initiative, producing over 200 marketing and communication pieces within a two-month period. Deliverables included: an accordion-folded timeline handout; print and digital advertising; the annual Community Report; event design materials; building, window, and interior wraps; branded swag items; a custom 50-year anniversary icon; and a signature visual texture applied across all materials.

Client: Haskayne School of Business, University of Calgary
Role: Senior Graphic Designer
Deliverables: Accordion-folded timeline handout; print and digital advertising; the annual Community Report; event design materials; building, window, and interior wraps; branded swag items; a custom 50-year anniversary icon; and a signature visual texture applied across all materials.
Year: 2017

Design Objective
The objective was to create a cohesive and celebratory visual identity that honoured Haskayne’s legacy while elevating its reputation as a forward-thinking business school. The campaign needed to align with the University of Calgary’s brand standards while still feeling distinctly “Haskayne”—celebratory, professional, and community-driven.

Design Approach
At the heart of the visual system was a custom 50-year anniversary icon and a bespoke texture, developed from abstracted forms found within the “Haskayne” letterforms. This texture added energy and depth to the visual language, used consistently across all touchpoints to unify the campaign. While maintaining brand consistency, I introduced bold layouts and a dynamic colour approach to ensure the materials stood out across formats—from editorial spreads to large-scale building wraps. The accordion-folded timeline became a centerpiece item, highlighting key achievements by Haskayne’s alumni, students, faculty, and donors over five decades.

Impact
The campaign successfully united multiple audiences under a strong, celebratory brand presence and played a central role in the school’s anniversary storytelling throughout the year. The folded timeline handout received national recognition, earning Gold in Business and Annual Reports at the 2018 Canadian Printing Awards. Beyond the celebration, this campaign established a lasting visual framework that elevated Haskayne’s identity and demonstrated the impact of thoughtful, large-scale design leadership.

Haskayne School of Business – 50th Anniversary Campaign

Haskayne BComm Brochure

Haskayne Community Report 2022